- Conversational commerce is forecast to grow to $35bn by 2020
- Content is beginning to play a bigger role than design
- Guidelines for bot conversation
- Why and where most bots fail, and how to fix them
- Understanding customers without invading their privacy
11. A man walks into a bar
“Hey John, that’s a great pinstripe shirt
your wife picked along with that jacket.
I’ll bet she gets her good sense of style
from her mother. When are the two of
you flying out to London again?”
https://www.capgemini.com/wp-content/uploads/2018/01/conversational-commerce_brochure.pdf
Annual growth rate of 7.5x
More than twice the growth rate of the smartphone
It’s a new line of business that’s no different from the call to e-commerce and m-commerce a few years ago
Common illusion of money and credit card details being sent over chat
It demands that we think differently
To give you a sense of just how differently you’ll need to think, imagine this
You’ve been given an opportunity to shape your brand’s image and the folks in marketing:
A: Invite you over to the film set watch the new video being made with a famous TV star
B: Invite you over to the recording studio to hear the new radio jingle
C: Invite you over to the copywriter’s room to talk about tone of voice
Where would you rather be?
https://www.youtube.com/watch?v=PEN8ey0dDp4
Personal: Young, almost hip
Intelligent: Understands your needs, preferences
Efficient: They’ve done the work behind the scenes
Personality: Friendly, contextual
Intelligence: Hyper-relevant, personalized, real-time insights
Efficiency: Near-zero TAT
Among these, personality is often the factor that differentiates a good bot from a great one
ELIZA passed the Turing test
ALICE flunked the Turing test, but captured our imagination
Rumoured to be the inspiration behind the award-winning movie “Her,” in which Juaquin Phoenix falls in love with a bot
Rule-based
Structured learning
Emphasis on a training set and validation set
Retrieval model
Answers are often pre-determined
Deep learning
Emphasis on self-learning
Generative model
Generates answers
Google’s Neural Machine Translation system
